For H&M's new Conscious Denim Collection, they chose Petter Winnberg to score the first commercial. Check it out below!

Director: Gustav Johansson
Director of Photography: Niklas Johansson
Assistant Director: Anders Lövgren
Produced by NEW LAND.

"Less water, less energy, less processed – the Conscious Denim Collection is a more sustainable collection with high fashion denim wear for women, men and kids. With this collection H&M takes a new step in our continuous work to improve the production of denim wear by combining more sustainable materials with more sustainable production. The Conscious Denim garments are made of fabrics such as organic cotton, organic linen and recycled wool, with water and energy-efficient washing processes to minimise their environmental impact.
The result is a clean-cut collection with contemporary fits in deep indigo tones. Women’s wear includes all the essential jeans styles of the season."